• Brandweek, Tuesday, July 21, 2009 10:36 AM

The 2010 Buick LaCrosse, targeted at late boomers aged 46-55, will be a critical launch this summer for the post-bankruptcy General Motors as it attempts to lure younger consumer into its showrooms. The Buick nameplate is currently "associated with plush, easy-driving sedans favored by retirees," Noreen O'Leary and Steve McClellan report. Buick sold just 137,197 vehicles in the U.S. last year for a 1.04% share of market.

Cheryl Catton, general director, advertising and promotion for the Buick-Pontiac-GMC division, says that use of non-TV media will be "proportionately higher" in the launch campaign. It will use traditional media to drive awareness, she says, but also will use "micro-local media" such as digital, direct, in-home and events to drill deeper into the target demographic.

"The perceptions are certainly still tough," Catton admits, but she notes that GM had its best sales month in June since September 2008. "Our goal is to get out and show the new product to people as proof that we're a company that's moving forward."

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